Evaluation

It is important to have a plan in place to evaluate the effectiveness of your communication efforts. Stakeholders and board members may want reports on what you have accomplished, and evaluation metrics can help identify which parts of your strategy are working well and which ones may need some adjustments.

Evaluation Methods

• Set objectives – utilize SMART goals (specific, measurable, achievable, realistic, timely)
• Identify performance indicators that you can track to measure the effectiveness of your communications. There may be different indicators for short- and long-term impacts.
• It can be helpful to get feedback from your target audience to see if they received the information you wanted to impart.
• Consider your budget. Are your goals attainable with your current budget?
• Have we set our goals too high for the budget associated with our campaign

For More Information

Learn more about evaluation strategies at How to Measure Communication Effectiveness.